Google+

Smart Tactics For Your Brand

Google+ Local (The New Social Search)

The State of Social Media

•  1 in 5 Minutes Online are Spent on Social Networking Sites

•  There are More People On Social Networks Than Ever Before

•  Social Networks Now Reach 82% of the World’s Internet Population

•  Baby Boomers are the Fastest Growing Age Demographic Using Social Networking sites

•  Mobile Social Media Use is On the Rise

•  CMO’s Worldwide Plan to Increase their Use of Social Media

•  4 out of 5 American Companies Used Social Media Tools in 2011

Source:comScoreMediaMatrix,Worldwide,March2007–October2011,“It’saSocialWorld,”Dec21201 Source:OfficialandEstimatedstatistics.Facebook,YouTube,Zynga,Twitter,LinkedIn,Groupon,Flickr,Tumblr,Instagram,Foursquare,Pinterest,scvngr,Path,Google+SlashGear,TechCrunch/Comscore,FastCompany,Oink:TechCrunch,GetGlue,Foodspotting:SorayaDarabi’sLinkedI Source:ExperianHitwise,Facebookwasthetopsearchtermfor2011,basedonsearchesonBing,YahooandGoogle Source:Experian,The2011SocialMediaConsumerTrendandBenchmarkReport Source:Nielsen,StateoftheMedia:TheSocialMediaReportQ32011 Source:eMarketer,2010,Mobilephoneuserswhohaveaprofileandaccesssocialnetworksfrommobilephones

The Social Landscape

The Social Game Changer

Google+ (Wikipedia Definition)

o  "Real-life sharing rethought for the web.”

o  Launched June 28, 2011

o  Google+ Local: On May 30, 2012, Google Places was replaced by Google+ Local, which now integrates directly with the Google+ service to allow users to post photos and reviews of locations directly to its page on the service. Additionally, Google+ Local and Maps also now feature detailed reviews and ratings from Zagat, who was acquired by Google in September 2011.[62]

o  Unlike other conventional social networks which are generally accessed through a single website:

Google has described Google+ as a "social layer" consisting of not just a single site, but rather an overarching "layer" which covers many of its online properties.

Social Search Is Here.

http://en.wikipedia.org/wiki/Google%2B

Google+ A Ghost Town?

Over 400 Million Have Upgraded to Google+

http://techcrunch.com/2012/09/17/google-bought-something-announced-some-google-numbers-and-you-probably-arent-impressed/

100 Million Active Monthly Users

So Is Google+ A Ghost Town? Hardly.

In the 15 months since the launch of Google+:

•  On average, users are on Google + 12 minutes a day, which is just shy of Facebook's average of 14 minutes a day.

•  With over one million brands jumping on the wagon (including over 50% of the top 100 US brands), this arena is growing quickly.

•  With 5 Billion plus ones per day, this has been the fastest global social share button in history.

http://econsultancy.com/us/blog/10772-get-on-google-plus-or-get-left-behind, September 2012

Google Search + Your World

•  http://www.youtube.com/watch?v=8Z9TTBxarbs

8"http://www.youtube.com/watch?v=8Z9TTBxarbs

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3 out of 4 of the Top 100 brands are now

on Google+ Of those with Google+ pages, 30

% have these pages display in

search results for their brand name

The top 10 big brands on Google

+ have a total of 9.2 million fans

combined

BrightEdge Social Share study for July 2012 and comScore

The Top 10 are

heavy auto -Toyota,

BMW, etc.

total unique visitors to Google+ in the U.S.

went from 15.2 million in November

2011 to 27.7 million in June of this year,

marking an increase of 82%

Internationally, Google+ visits

rose 66 percent, from 66.7

million to 110.7 million

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Google wants to better understand a searchers interests

and how we share information across the web so…

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How will they gather this information?

Enter Google+ and social signals

What’s Happened?

The Google Timeline

Google+ Timeline

Google+ launched as “Google Circles” – invitation only

Google+ opened to everyone 18 years & older

Google+ reaches 40 million users

Google launched Google+ Pages for Businesses and Brands

June 2011

Sept 2011

Oct 2011

Nov 7, 2011

Jan 26, 2012 Google Vice President for Product Management Bradley Horowitz announced on Google+ that users could now be as young as 13.

May 30, 2012

Google Places replaced by Google+ Local, which now integrates directly with the Google+ service to allow users to post photos and reviews of locations directly to its page on the service. Google+ Local and Maps feature detailed reviews and ratings from Zagat, who was acquired by Google in September 2011.

May 2012: Google+ Local Pages (previously Google Places) merge with Google+ Business Pages to create a more social local experience.

•  Google+ pages are more social

•  Integration of Zagat reviews

•  Mobile friendly-Android first, now available on iOS

Google+ Local

May 2012

30

So Long Google Places…So Long Business Pages

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Hello Google+ Local Pages

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Merges all business listings into one to be used across search, Maps, mobile, and Google+

Google+ Local: The Merge

Business Pages and Local Pages

Business Page vs Local Page

•  Page created on Google+ for a business.

•  You can post updates, share links, photos and videos, and host hangouts from a Google+ Business Page.

•  You can add other business pages to your circles and individuals if they have first added your page to their circles.

•  Google+ Local Pages currently hold all of the information originally stored on Google Places.

•  Google+ users can search for places near by from the Google+ Local tab, they can leave reviews and check in to locations.

•  Currently Google+ Local Pages are managed the same way as the old Google Places Pages.

Google+ Local Page Google+ Business Page

Once Merged

•  Actively managing and updating your Google+ Local page will become increasingly important for your Google+ Local page to rank high in organic search results

Your Google+ Local Page will

no longer operate like a static listing…

Fully Integrated Page

Google+ Local pages will have the same social capabilities as a Google+ business page such as hangouts, sharing to circles, photos, videos, wall posts, and more.

Google+ Local Page Fully Integrated

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Once fully integrated, Local Google+ pages will be displayed from the “About” tab of the connected Google+ Business Page

Improved Integration & Functionality

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Even from the posts tab visitors are prompted to write a review.

Google+ Local Page Features

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Google+ers can upload public photos to the Google+ Local page

Ability to +1 and share with your circles the Google+ Local page listings

Pull up directions

Google+ Local for Mobile

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•  Write a Review •  Check-In at Google+

Local Locations •  Upload photos •  View Reviews and

Details •  See reviews from

those within your circles

•  Get directions

http://www.google.com/mobile/places/

The Merge/Verification Process

Navigate to your Google+ page’s profile then hover over the “unverified” text next to your page name and click “verify now.”

You will be taken to a page where you can request to have a postcard with a verification PIN sent to your address. (It is important to note that Service Area Businesses with hidden addresses are not yet able to merge their pages. Thank you to Linda Buquet for realizing this.)

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The Merge/Verification Process

•  That’s it! Now you are verified and will have merged your Google+ page and Google+ Local page.

Once you receive your postcard (in about one week from request) you must go to the web address on the postcard to enter in the PIN Google provides you.

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Google+ & Social Search

Google+ Your World

Google+ Your World

•  How Google+ is Changing Search

-  Personalized, intelligent SERPS (Search Engine Results Pages)

-  The Google+ Box

-  Google+ Direct Connect

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Per�son�al�ized Search Re�sults

1.  Search results that are geared toward the searcher based on past searches or web history (you do not have to be signed in to Google to receive these results)

2.  Search results that are tailored to the searcher based on Google+ pages you or your friends have circled/+1’d, pages shared with you by your friends, Google+ posts from people you know, and content that’s only visible to you such as private photos (you do have to be logged in to Google in order to view these results)

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Google+ in Search

Google+ Your World

•  Personalized SERPS (Search Engine Results Page)

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Search results now display personalized results from those within the searchers Google+ circles

Personalized SERPS-Highlights

•  Improved search engine results pages based on information collected from searchers social circles

•  Google can track what users are likely to be interested in based on +1’s across the web, +1’s from within their circles and +1’s given by the searcher themselves

•  Google can track what users are likely to be interested in based on who is in their Google+ circles

•  Ability to track how users share & discuss information on the internet

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The “Google+ Box”

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Only verified Google+ Pages are considered for the Google+ box

Pages must have posted within the the last 24 hours to get a spot in the Google+ Box

Displays latest posts, +1’s and activity from those within your circles that recently interacted with the page

Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. http://www.portent.com/blog/internet-marketing/google-plus-box-ranking-factors-report.htm

The Google+ Box Experiment

•  Searched for “Audi USA” at 11:48 AM. A Google+ Box showed up next to the search results.

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Notice that the last update was 23 hours ago

From their G+ page we found that their last update was exactly 12:02 the previous day.

The Google+ Box Experiment

•  Searched “Audi USA” again at 12:13 PM (about 25 minutes later). No Google+ Box displayed.

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Pages must have recent activity, within the last 24 hours, to be considered for the Google+ Box.

Google+ Direct Connect

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Type “+” before your search term to be taken directly to the associated Google+ page

Searchers are automatically prompted to add the brand to their circles

Google+ Activity & Search

•  Adding a +1 to your website and search ads has been shown to improve Click Through Rates (CTR) by 10%-20%

2nd - 4th organic search results for “key west resort”

The “Google+ Box”

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Only verified Google+ Pages are considered for the Google+ box

Pages must have posted within the the last 24 hours to get a spot in the Google+ Box

Displays latest posts, +1’s and activity from those within your circles that recently interacted with the page

Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. http://www.portent.com/blog/internet-marketing/google-plus-box-ranking-factors-report.htm

Google+ Enhanced Ads

The Pay To Play Approach Through +1’s…

Google+ Enhanced Ads

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Maybe the right time (to show ads) is at the moment of commercial intent. Commercial intent is what we call search.

Vic Gundotra SVP of Engineering, Google

”

“

“Facebook and Twitter have to resort to pumping ads into your social streams. Google doesn't need to do that in order to monetize Google+. It can spend the valuable social data it gathers there on search ads, when you're actually trying to buy something.”

Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php

Google+ Enhanced Ads

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Link your Google+ Page to your Google adwords account and Google will show endorsements for your business in the form of +1s

Google+ Enhanced Ads have been shown to boost click through rates by 5% to 10%

Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012 http://mashable.com/2012/03/06/google-plus-ads/ Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php

Google+ Enhanced Display Ad

Google+ Enhanced Search Ad

Setting Up Google+ Enhanced Ads

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Setting up Google+ Enhanced Ads is relatively easy. Click “New Extension”

Once you have attached your G+ account you will be able to add the +1 feature to your ads through the Ad Extension tab.

Smart Tactics

Final Thoughts On How To Engage In Google+

Google+ Strategy

•  Continue To Optimize Your Page

•  Engage Your Audience

•  Host Hangouts

•  Grow Your Circles

•  Create A Ripple

Tactics for Optimizing Your Google+ Profile

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Add an interesting photo or series of photos as your cover photo.

Choose a profile photo that is easily recognizable for your business.

Tactics for Optimizing Your Google+ Profile

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Provide an informative description of your business within the “Introduction” Field using keywords that are relevant to your business.

Add the hours of operation for your business if applicable.

It is important to add a link to your website so that Google can establish a link between your site and your Google+ Page.

Post links to other spaces you are active on such as Facebook and Twitter. Be sure to also post links to other interesting pages of your website such as a blog or product page.

Engage Your Audience

Smart Tactics for Posting

•  Be Engaging – Post engaging content for your audience. Photos & Videos

drive the most engagement on Google+ so share these often!

•  Be Relevant – Post content relevant to your business and goals. Your follower will get more out of it and Google will associate your page with the information you post about.

•  Post Regularly – It is recommended to post at least once every 24 hours.

•  Host Hangouts – Think of ways to engage your audience in a hangout whether you host a Q&A or simply have a discussion. What better way to achieve real interaction with your audience?!

•  Share Posts From Your Circles – Share interesting posts from those within your circles to encourage them to also share your posts.

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Google+ Hangouts

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Plus: Hangouts on Air While Google+ Hangouts allow you to connect with up to nine people, the Hangouts on Air feature lets you live broadcast to an unlimited audience. Once the on-air hangout is completed, it automatically becomes a draft recorded video in your YouTube account where you can edit it and then publish on your YouTube channel, and then of course share it from there.

What Businesses Are Using Hangouts?

The best way to see who’s using it is to go to the Google+ page Google Shared Calendar Events and scan through the posted daily list.

Good Resource: Mashable Hangout Page

•  http://mashable.com/follow/topics/google-hangouts/

Cadbury Hangout Announced

Tactics for Growing Your Circles

•  Add a Google+ Badge to your website

•  Post a link to your Google+ Page everywhere you are active online

•  Follow other local Google+ Pages that are relevant to your location and interact with them. Their customers are likely potential new costumers for your business.

•  Post engaging, relevant content and encourage your followers to share it. “The Ripple Effect”

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The Larger Your Circles the Larger Your Audience

Recent studies show that circle size (or number of followers) is the #1 social influence on organic Google search rank

Google+ Ripples “The Ripple Effect”

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Google+ Ripples tracks any public post or URL on Google+ to demonstrate how it has rippled through the network as users share information.

Google+ Ripples helps you find your influencers: those people who share a lot of your content and drive interaction. Shown in the larger bubbles.

https://plus.google.com/ripples/details

Key Take Aways

•  Local Search is Becoming Social Search

•  Your Google+ Local Listing will No Longer be Static

•  Ignore Google+ at Your Own Risk

•  Develop a Social Strategy Now to Prepare for Tomorrow

Tara Thomas Director of Strategy

tthomas@simpartners.com

www.simpartners.com www.simpartners.com/velocity

1601 Sherman Ave, 3rd Floor"Evanston, IL 60201"

Phone: (800)-260-3380""

To Download Our Google+ Local eBook: www.simpartners.com/our-work/resource-center/

Google+ Direct: +Simpartners

References •  Google “Google+ Local: Review your favorite places” YouTube. 30 May, 2012

http://www.youtube.com/watch?v=NgDdwl67qNY&feature=youtu.be •  Miller, Miranda “Google+ Local to Replace Places as Google Makes a Play for More Mobile Ad Dollars.” Search Engine

Watch. 30 May 2012 •  http://searchenginewatch.com/article/2181089/Google-Local-to-Replace-Places-as-Google-Makes-a-Play-for-More-

Mobile-Ad-Dollars •  “Google+ Local: See Review from your friends” clip •  http://www.google.com/mobile/places/ •  “Google+ Local: Review your favorite places” clip •  http://www.youtube.com/watch?v=NgDdwl67qNY&feature=youtu.be •  King, Steve “So Long Google+ & Google Places, Hello Local Google+ Pages.” SIM Partners. 30 May 2012 •  http://www.simpartners.com/so-long-google-google-places-hello-local-google-plus-pages/#more-2335 •  https://plus.google.com/ripples/details •  Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. •  http://www.portent.com/blog/internet-marketing/google-plus-box-ranking-factors-report.htm

•  Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012

•  http://mashable.com/2012/03/06/google-plus-ads/

•  Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012

•  http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php

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Apple vs. Google

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Apple recently pulled Google's YouTube app from iOS 6 Google will go it alone with one from the App Store

Apple vs. Google

Apple’s Plan

•  Apple dropped Google Maps with iOS 6

•  Siri maps speculated to launch this fall

•  3D mapping functionality

•  Apple is not only disconnecting its native iOS 6 Maps app from Google's servers, but will also redirect all third party app requests to its own mapping servers, immediately taking the majority of mobile maps traffic away from Google as it forges new strategic partnerships for mapping

•  Apple's iOS doesn't support Google's Maps Navigation features, nor does it incorporate support for Google's Loopt-like Latitude or its Yelp-like Places features that are all integrated into Android's version of Google Maps

•  The introduction of Apple's own new Maps app in iOS 6 will instantly replace Google on every new mobile device running iOS and for every user who upgrades

59"http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html

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Apple’s Plan

•  Apple partners more closely with Yelp At the same time, Apple's new iOS 6 Maps is partnering with some of Google's maps-related competitors, including Yelp, the review service that today's Siri already relies upon for local information and user reviews

•  In iOS 6 Maps, users will be able to access Yelp for reviews, user submitted photos (or submit their own pictures), write "tips" and check in at local businesses.

•  Siri will also expand its feature set to provide more extensive support for looking up locations and providing directions to them.

Enter Apple Search and Siri…

61"http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html